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Shopify, an e-commerce platform that allows entrepreneurs to sell their products easily online, just announced a cash injection of $100 million. The Series C round of financing was led by the venture capital arm of the Canadian pension fund OMERS and the investment firm Insight Venture Partners. Also contributing to the round were Bessemer Venture Partners, FirstMark Capital, Georgian Partners and Felicis Ventures.

The funding adds to the $22 million Shopify received in 2010 and 2011.

Bootstrapped for years, Shopify began life in 2004 when founders Tobias Lütke, Daniel Weinand, and Scott Lake tried to start a business selling snowboards online. In the process the three were left cold by the existing options to start an online store, so they made their own.

Today more than 80,000 businesses in over 100 countries use Shopify.

Shopify reported $63.6 million transactions through its online stores this Cyber Monday, up from $23.8 million last year. The service is particularly attractive to fashion and apparel as well as electronic stores, said Shopify. Embedding a virtual storefront in a website is an alternative to vast marketplaces like Etsy or eBay, where individual stores can be overlooked. Shopify also integrated the ability to pay using Bitcoin last month.

Now, Shopify has its sights set on bridging the gap between online and offline.

“The future of retail isn't just online,” said Harley Finklestein, Shopify's Chief Platform Officer. “We want to make it easier for everyone from bricks and mortar businesses to online retailers and farmers' markets to sell their products.”

At the moment, the Ottawa, Canada-based business is particularly interested in making it easier for small businesses to sell their products offline. Consumers expect more flexibility, to be able to buy something online and pick it up somewhere the same day, or to look at a product in a store, then get it delivered, said Finklestein.

“When you look at PoS products, everything has been silo'ed off,” said Finklestein, adding that Shopify wants to become the 'hub' in the middle.

Bringing bricks and clicks together has been a stumbling block for the small businesses that use the platform, so Shopify has been experimenting with different models. Popify, an event held in Toronto this month by Shopify showed that popup shops with products that could be looked at and tried on and bought instore but delivered to customers homes could be an alternative. Small retailers can co-rent a space, setting up shop with just a few samples and an iPad for customers to pay and order delivery online through Shopify.

“Shopify began as an easy way to sell products online. We used our previous funding rounds to expand into new areas that enriched our product and helped our merchants, like payments and mobile,” said Tobias Lütke, Founder and CEO, Shopify. “This new round of funding will help us further expand into physical retail with Shopify POS, so our merchants can easily sell their products anywhere at any time.”